Cadillac sales are currently down 18.6 percent for the year, according to Autodata Corp. though that number will likely change dramatically when the ATS hits showrooms. Luxury vehicle sales are up 12.8 percent and luxury car sales are up 16.8 percent.

Butler readily admits that Cadillac has a lot of work to do to get back on top. The brand's name used to be synonymous with luxury; it was the Cadillac of luxury brands. But it hasn't been that for decades.

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Am I the only one who doesn't like this plan?
I've siad it before, I'll ay it again. Companies is pursuit of the #1 lose their enthusiast credibility. Take a look at Toyota. They got to #1 and that was no small feat, but they did that by taking the soul out of their vehicles. A slightly less extreme variation is going on over at BMW: they are softening up their cars in order to beat Lexus and MB.
Pursuing the almighty dollar isn't the way to go, Cadillac. Just do what you've been doing so far with the ATS and CTS-V. Find a way to appeal to enthusiasts (and might I say, younger people as well), and at the same time, make your cars competitive with the likes of the Germans.

"I've siad it before, I'll ay it again. Companies is pursuit of the #1 lose their enthusiast credibility."
They stand to lose more than that if Toyota is any indication. Toyota (and Lexus) also cranked out some of their flimsiest, least-reliable vehicles in decades in the years leading up to becoming #1 admittedly because quality control became perceived as a hindrance to obtaining the necessary volume.

They're not just talking about being #1 in sales. They are talking about becoming the "Cadillac" of prestige, as well. They want to regain their reputation for being the best luxury car out there. That is an admirable goal to set.

[blocked]

I'm waiting on the new CTS(2014?), that's where we will see the direction Cadillac is really going, they've had time to make changes, correct mistakes, and make improvements. I expect the CTS to be a spectacular automobile, really showing the world what Cadillac is capable of doing. I have always said, when American companies make a decision to be the best, they'll be the best..........I hope by that time I can buy a new CTS.

1. Design and produce the best cars
2. Market them well
3. Operate the business efficiently without bean-counting
The market share will come naturally.
I share the same concern with all those below who said that aiming to be the biggest isn't the best idea.

Those were completely different times.
Not only was the economy better then, but a greater portion of the loyal customer base that the Cadillac and Lincoln brands had established over the previous decades, when the Big 3 dominated this market, were still alive and buying cars then.
Meanwhile, the German makes were still trying to establish themselves in this market.
When you consider that, and the fact that there are a lot more big players in the luxury segment today than there was 30 years ago, it's easy to understand why Cadillac sold so many more cars in the 80s.

"next year, the new Escalade will also roll into dealerships."
They haven't put out the new silverado yet. Will it be a simultaneous thing, or are they going to make it out of the old silverado? A new silverado, tahoe, yukon, suburban, avalanche, and escalade all at the same time is impossible, but they need a new version of all of them very soon.

If they make a mean-looking car, sell it for $30k, make financing easy for low-income folks - then it will follow the success of the 300c. Chrysler proved that LOTS of buyers just wanted to feel a bit more gangster, and would wreck their credit to get it.
The current range of Caddies are just slightly unobtainable, by the thugs who want them most.

That generalization is a little dated, to say the least.
There may only be one vehicle in all of Cadillac's lineup where that still applies, the Escalade. The rest of the urban crowd seems to have moved on to other brands, such as Chrysler, Dodge, and to a lesser extent, Mercedes. Older Chevy Caprices and GM G-Bodies seem to be pretty popular among those folks as well.

muspod:
1) shape does not constitute platform. And a vehicle that's primarily RWD has precious little in common with one that's solely FWD.
2) the fact that two cars share a motor is irrelevant - otherwise, the fact that VW and Audi have been sharing the same 2.0T and narrow-angle V6 motors for forever must also be a point of contention for you.

i'm talking about the ATS. Malibu shape = same platform. so they twist the SAME motor and make it rwd, should be an improvement. My point is it's the same crap GM has been doing forever. Raid the chevy parts bin and put some cadillac chrome stickers and a grille on it. I wish they could make something good but it seems to never work out.

Lip service is all I hear, but I would like to see them be a stronger competitor because I am American. I can't seem to forget most of the cheap interiors I have seen in GM vehicles no matter how good the new ones LOOK, let's see how well they hold up in five years time.